Although Balmain has featured other celebrities in advertising campaigns and runway shows, it has never actually enlisted a celebrity to help design a full, name-branded line.
The brand’s high profile, along with the haute-couture retail price of the collection, underscores how entrenched Maluma is now in the global fashion world and how valuable his endorsement and name is perceived by high fashion.
“It’s been one of my goals to work with a respected fashion house on a collection, but this journey was more exciting, as [Balmain creative director Olivier Rousteing] Olivier pushed me to design with him and sketch looks that I personally will wear off the stage and showcase high couture with a bit of Papi Juancho,” says Maluma, referencing both his album name and alter ego.
Items in the Balmain + Maluma collection range from a black cotton T-shirt that retails for $495, to $1,500 high top sneakers to a $2,555 multi-color print bomber jacket. Photos and billboards of Maluma wearing the new line will be featured at Balmain stores and at Saks.
Maluma, a Balmain fan who’s often worn the brand in high-profile appearances, first collaborated with Balmain creative director Olivier Rousteing for his 2020 performance at the Video Music Awards.
“We ended up riffing on the sherbet tones, sexy styling and ’80s silhouette of Crockett and Tubbs for Maluma’s amazing performance of Hawái,” says Rousteing in a statement. “And, after the success of that VMA appearance, we knew we had to push our partnership further.”